Let there be no doubt that Toshiba is setting the pace for ultrabook pricing so far. After debuting at $799 last month, the Portege Z835 is now down to $699 at Best Buy.

"They have a $200 instant rebate this week that brings it down to $699. I think it's surprising. It could be to spur sales. It could be to get people's attention. But it's a smart move and by far the most affordable ultrabook option right now," said Deron Kershaw, an analyst at Gap Intelligence. (Note that the $799 price only lasted for about a week when Toshiba introduced the Z835 in November. For the most part, it's been priced at $899--thus the $200 discount.)

The only major rivals even close right now are Acer's Aspire S3, which is priced just under $900 at Best Buy, and Hewlett-Packard's Folio 13, priced at $899.99.

Ultrabooks, for the uninitiated, are ultralight Windows laptops that compete with the increasingly popular, and more expensive, MacBook Air.

And Intel is doing its part to drive ultrabook sales, according to Kershaw. Promotional displays--referred to as "end caps"--have popped at Office Depot this week (see photo).

"It's different from the other displays that we've seen. It's pretty unique because it says 'Intel Inside' in huge letters at the bottom. So, my thinking is that it makes it easy to funnel in a few different products from different manufacturers and put them on the display," he said.

About the author

Brooke Crothers writes about mobile computer systems, including laptops, tablets, smartphones: how they define the computing experience and the hardware that makes them tick. He has served as an editor at large at CNET News and a contributing reporter to The New York Times' Bits and Technology sections. His interest in things small began when living in Tokyo in a very small apartment for a very long time.
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